Chipotle’s Corporate Social Responsibility programme includes helping local farmers and getting rid of GMOs

Restaurant chain Chipotle is considered by Americans to be more trustworthy than McDonald’s.

McDonald’s could clean up its act by sourcing non-GMO-fed meat.
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Chipotle is considered more trustworthy than McDonald's, survey reveals

By Dailymail.com Reporter
Daily Mail, 15 June 2015
http://www.dailymail.co.uk/news/article-3124156/Fresh-content-Chipotle-considered-trustworthy-McDonald-s-ranking-suggests.html

* Those findings were recently unveiled by Reputation Institute
* The firm ranked "America's top 50 most reputable hospitality companies"
* In a top ten list of quick service restaurants, chain Panera had the top spot, while Chipotle came in at seventh place
* Chipotle's score went from 69.36 last year to a 2015 figure of 74.15
* McDonald's 2014 score was 64.0 -- and this year hit 55.3
* Mickey D's stock price has dipped and Chipotle's has increased

Restaurant chain Chipotle is considered by Americans to be more trustworthy than McDonald's, according to a new study.

However, Panera is considered the most reputable quick service restaurant (QSR) in the country.

Those findings were recently unveiled in rankings from Reputation Institute.

Panera scored 80.0. The highest possible score was 100.

In a top ten list that looked solely at QSRs, Panera was highest, then Dunkin' Brands, Subway, Krispy Kreme, Texas Roadhouse, Wendy's, Chipotle, Mrs. Fields, Papa John's, and The Cheesecake Factory.

Reputation Institute examined Chipotle more closely, and said the chain's score went from 69.36 last year to a 2015 figure of 74.15.

In the rankings, a "strong" score ranges between 70 and 79, and an "excellent" score is 80 or higher.

Reputation Institute wrote that a Corporate Social Responsibility (CSR) drives Chipotle.

It said elements of the CSR include the Chipotle Cultivate Foundation, the Food with Integrity Initiative, helping local farmers, and getting rid of genetically modified organisms.

McDonald's 2014 score was 64.0 -- and this year hit 55.3.

In the rankings, scores between 60 and 69 are "average", and scores between 40 and 59 are "weak".

Reputation Institute wrote that 'McDonald’s experienced a 2.1% drop in comparable sales in 2014 in the U.S. and a 1% decline globally' - and noted Steve Easterbook is the third CEO in ten years.

Brad Hecht, Reputation Institute's Vice President told USA Today, which earlier reported on the story, "The key takeaway is that it's really not about the products or services the company provides. The company has to have a core purpose and stand behind it. The best companies do an excellent job at both."

Hecht also told USA Today, "With Chipotle, we did a case study of a next-generation company that has holistically embraced the idea of the company taking a stand. They made some improvement of employee support and food with integrity."

USA Today reported in 12 months, Mickey D's stock price has dipped and Chipotle's has increased.

According to Reputation Institute, strong reputations can be tied to "Better Stock Price Recovery after a Crisis", "Benefit of the doubt in crisis", "More recommendation", and "More Buying".

The research company said in a Thursday news release that it ranked "America's top 50 most reputable hospitality companies".

The firm said it found the top ten overall hospitality industry companies to be Panera, then Dunkin' Brands, Subway, Krispy Kreme, Marriott International, Texas Roadhouse, Wendy's, InterContinental Hotels Group, Wynn Resorts, and Hyatt Hotels.

Reputation Institute also published lists of the top ten most reputable hotel and travel companies in the US. Marriott International and Sabre were found to be the number-one hotel and travel companies, respectively.